When in doubt when choosing the subject of email marketing? Learn 11 techniques here! – WAU
The subject is the most important element in email marketing, although it often doesn’t get the focus. After all, an email that is not open means a waste of time for the person who dedicated himself to writing, formatting and sending the communication. When email came in the 90s, receiving a […]
The subject is the most important element in email marketing, although it often doesn’t get the focus.
After all, an email that is not open means a waste of time for the person who dedicated himself to writing, formatting and sending the communication.
When email first appeared in the 1990s, receiving a message via “electronic mail” was always a special occasion. Today, however, everything has changed.
Many aspects of our personal and professional lives are resolved through email communication, which ends up filling our inbox with things we want or don’t want to read.
In addition, several brands and companies have identified in the email a powerful channel that reaches a large part of the audience directly in the inbox.
Coupled with the low cost and high financial return that this tool allows, email has become an increasingly popular way to communicate with your target audience.
But how do we deal with inboxes that fill more with each passing day? The answer is to scan all the emails we receive, and quickly filter what looks interesting or not.
In this “glance”, companies that bet on email marketing lose hundreds of possible readers.
According to the American company Convince & Convert, 33% of email recipients decide whether or not to open it according to the subject.
So it is essential to know what are the best practices when writing the subjects of your email marketing campaigns!
Check out below 11 tips that we separated for you!
1. Keep your affairs short
Have you ever received an email whose subject was so long that you could not read it in full and ended up not even fully understanding what it was about?
Most email providers, like Outlook and Gmail, show only the first 55 characters of email subjects, when it is being viewed in a computer browser.
We already smartphones, only the first 47 characters They are shown. It is essential to consider this limit as the most important to be followed, as more and more people use cell phones to check their emails.
So don’t prolong your affairs! Think about the message you want to pass on to your readers, be succinct and keep the 47 character limit.
Is not difficult!
For example, let’s say you are running a promotion. Instead of writing a subject like “[SUPER PROMOÇÃO] 50% discount on our basic t-shirts ”, you can summarize it in a more succinct format, like“ 50% off on basic t-shirts! ”.
See below how these two subjects appear in your Gmail inbox. Did you notice how the shortest subject communicates the message and even draws more attention from the reader?
Long subject – 61 characters
Short subject – 29 characters
Here at Websites Are Us, we use a practical tool to check how our subject will appear in the Gmail inbox, since most of our subscribers use this provider.
Click here to check this tool useful and free.
2. Use supporting text to your advantage
O supporting text, also called preheader or preview text, appears after the subject so that the reader can get a prior idea of what the email is about before opening it.
Many marketers do not give due attention to the supporting text, but it can be a great ally.
After all, it is an extension of the subject and a second opportunity to get the recipient to open your email.
Most email tools, such as Mailchimp, have back-up text functionality. So keep an eye out if you’re not using it yet!
When you do not specify support text, the email provider automatically uses the beginning of your email as a preheader.
In addition to not helping the reader understand your message, the lack of supporting text can make your subject look messy and is an opportunity that you may be missing.
At Websites Are Us, we always try to use the support text when sending emails. We assume that this is a second chance to convince someone to open the email, if the subject has not generated curiosity.
Therefore, we always try to use a logic in the supporting text that is different from the subject.
For example, if the subject is a question, the supporting text is an affirmation. If the subject arouses curiosity, the supporting text will be more direct. And so on!
Below is an example of supporting text:
Don’t forget to test to determine what works best for your audience.
It is also worth remembering that the tool we talked about above, used to view a subject in the Gmail inbox, also serves to check how your supporting text will appear!
3. Run A / B tests to optimize your opening rates
As mentioned above, it is very important to test different subjects and supporting texts to learn what generates the best results with your audience.
Don’t be afraid to test the most varied subject formats. After all, if you never try it you may be missing out on golden opportunities.
Experimenting with email subjects doesn’t seem like a very complicated task. However, for your tests to have a real effect on your email marketing strategy, you need to know how to structure and measure them.
For this, we use a testing methodology called A / B testing. It consists of testing a single variable, and comparing the performance of that variable to the “control”.
For example, let’s assume again that we are running a promotion, and we want to test whether including the discount percentage generates more openings. We will then create 2 emails.
Both are identical except for the subject. In one of them, the subject will be “Our basic t-shirts are on sale”. The other will be “50% off on our basic t-shirts”.
Some email marketing tools already include A / B testing functionality. In this case, each version of the email is sent to a percentage of your contact list.
Then, the email is sent and after a certain time the winning version is sent to the rest of the list.
At Websites Are Us, for example, we use an email marketing tool that already has this functionality. In general, we choose to send each version of the email to 20% of our list and collect the data 2 hours after sending the email.
Thus, at the end of 2 hours, the version that was most open will be sent to the remaining 60% of the list.
With that, we make sure that we will be testing with enough people to achieve statistical significance, and that the majority of the list will receive the best subject version.
If your email marketing tool does not automatically perform A / B testing, you can do it manually. Just create two identical emails, varying only the subject.
Next, you have two options:
- The first is send each version to half of your list. This way is easier, but you will not be optimizing the opening rate for that email. It will be more learning for the future of which subject performed better.
- Another option is separate your contact list into 3 parts: one with 20% of the list, another with 20% of the list and another with 60%. At first, send each version of your email to both groups of 20%. After a few hours, assess which generated the best opening rates and send it to the third 60% list.
When you are evaluating the result of these tests, remember to use the correct metric. As we are talking about email subjects, the metric that will define the success of the test will be the opening rate, since the function of the subject is to lead to the opening.
You can calculate the opening rate like this: [(número de pessoas que abriram o email)/(número de pessoas que receberam o email)] * 100.
Want to know everything about A / B testing? Check out our article on how to optimize your conversions and results with A / B testing.
4. Use a known sender name
Email marketing works like a relationship channel with your contacts. Just like in real life, when we send email campaigns we need to establish a relationship with our contacts.
After all, they gave us permission to send messages that will arrive directly in their inbox, and this is not for everyone!
You, me and all your contacts are tired of receiving emails that we do not request, right? Not to mention those that we may have requested but don’t even remember when or why.
For this reason, a sender’s name that is real can stand out much more in your contacts’ inbox, and differentiate from business addresses such as “[email protected]”.
In the case of Websites Are Us, all emails are sent by our co-founder, Vitor Peçanha. In addition to being a real person who works for the company, the contacts who receive our email can answer you directly.
With that, we were able to create a very close relationship with our base of contacts.
Communication, instead of being unilateral, becomes bilateral because whoever receives our emails can speak directly with Vitor Peçanha.
Choose someone from your company to be the spokesperson for email communications. I’m sure your contacts’ engagement will increase!
5. Use personalization tokens
Many email marketing tools make it possible to use personalization tokens. They are kinds of codes that “pull” contact information, such as Name and Company.
With these tokens, it is possible to send emails with personalized subjects, such as “Clara, check out our basic t-shirt promotion”.
In addition to being a very cool feature, personalization tokens work so that your subject catches the reader’s attention when scanning the inbox. After all, only people who know us call us by name, don’t they?
If your email tool has this functionality, be sure to test the effectiveness!
6. Send the right email to the right person
If you already have a base of contacts, I’m sure that there are several profiles of people within it. At Websites Are Us, for example, we send content every month to marketing managers, content producers, students, and so on.
There is a motivation behind every email we open. The same applies to the various contacts in your base, who will open your emails depending on their demographic and psychological characteristics.
For example, a marketing manager can read an SEO ebook to identify a new opportunity to generate business opportunities, while a marketing analyst can access the same material to learn how to optimize his website in a practical way.
Therefore, it is necessary to keep this in mind when writing your subjects. If you already have personas defined for your business, segment your email campaigns accordingly. That is, each persona will receive an email with a subject that is directed to their motivations and pains.
Thus, you will ensure that your contacts will identify and be interested in your email from the first contact with the subject. The result will be a higher open rate and more conversions!
7. Don’t make false promises
Have you seen those calls for articles on the Internet that seem to be bombastic news, but end up being just a bait for you to click, with content not related to the title?
Well, the same is true with email marketing. Some marketers believe it is a good idea to send emails with a subject that generates curiosity or controversy, even if the body of the email does not contain anything similar to the subject.
Although these “bait subjects” often generate very high open rates, the result is frustration on the part of the contacts who open the email. At the end of the day, this can cause many people to choose to stop receiving emails from your company.
If you want to build a good relationship with the people who choose to receive your emails, you need to be genuine. Write subjects that match the body of the email, and you will not only have high open rates, but also conversion in the email and subscribers that remain on your list!
8. Send the right email at the right time
Many companies have data about their contacts that can be extremely useful when sending emails to the right person, at the right time.
Information such as area of activity, positioning in the labor market, birthday, age, sex and many others can be a letter up your sleeve to send increasingly personalized emails.
For example, if you know your contacts’ birthday, you can send a personalized promotion or discount code to the birthday person one week before the special date.
In addition to directing your communication, data about your contacts can help you write subjects that indicate valuable content for your audience!
9. Don’t be afraid to dare
Some marketers believe that email marketing needs to have a formal language, especially if most contacts use professional email addresses to register.
However, this is not always true. After all, whoever is reading the email is a human being like you, and we all like to be surprised every now and then!
Don’t be afraid to avoid formality when writing your email subjects. Be fun, mysterious, intrigue, ask questions …
- See below some ways to escape the “sameness” with your subjects:
- Use the first person – “Do you need basic t-shirts?”
- Use emoticons – “50% off on our basic t-shirts?”
- Subjects with just 1 word – “Basic.”
- Emotional appeal – “I can’t believe you’re not going to check out our promotion”
- Mystery – “Save money today. See how”
- Affection – “The best discounts for the best customers”
- Urgency – “You have 1 hour to take advantage of our discounts!”
10. Check with numbers
Nowadays, we receive a very large amount of information, coming from reliable or not so reliable sources. Therefore, we tend not to believe vague phrases like “Most marketers use email”.
If you have numbers and data to prove a message you want to send to your contacts, use them! They draw attention and add credibility to your subject.
In addition to referring to statistical data, you can use numbers to refer to lists, discounts, ebook pages or people who have already subscribed to a service or purchased a product.
11. Be careful not to become spam!
SENDING AN ALL SUBJECT IN CAPS LOCK IS NEVER A GOOD IDEA. The same applies to the abuse of exclamation marks !!!!!!!
These types of subjects are not at all pleasing to the eye, and can have the opposite effect of drawing attention. In addition to a small opening fee, you may end up with more people choosing not to receive your emails in the future.
Companies that use devices such as all caps and exclamation points to draw attention to the inbox are harmed in addition to the open rate and reduced subscriptions.
Few professionals know, but Spam filters take into account the nature of the content of an email when assessing whether that message is genuine or Spam. THE
In addition to examining the body of the email, these filters also take into account subjects that do not seem like friendly communication with the reader.
So don’t try to get your subscribers’ attention using visual tricks like these. Instead, focus on the content of your email and the amount you want to deliver to your readers!
12. Review and ask for help
If you are solely responsible for email marketing in your company, you have a great responsibility in your hands.
Unlike other channels like Facebook and Twitter, messages sent by email are permanent. That is, once sent, the email has no return!
Therefore, review your email several times. Check that there are no grammar errors and that everything is making sense. Don’t just trust yourself – ask your coworkers for help too. After all, proofreading an email is a 2 minute task and can make a difference!
Many email tools make it possible to send a test before triggering the email to hundreds of contacts.
Take advantage of this, and send the test email to yourself and someone who can review it. So, in addition to ensuring quality, you can check how your subject appears in your inbox. If something is wrong, there is still time to correct!
The subject of an email is one of the most important parts of communicating through that channel. After all, it is the first impression that your subscribers will get from the message you want to send!
Aggressive, poorly written and very long subjects can reduce your open rates, make your subscribers choose not to receive your emails, tarnish your email domain’s reputation and end up in the Spam box.
Remember that email is a channel of relationship with the consumer. As in real life relationships, you need to gain trust and delight the reader with each message.
All of your email subscribers have given you permission to send messages on a channel that is used in both professional and personal life. So, show them that it’s worth receiving communications from your company!
The subject, while essential, is only the beginning of an email marketing strategy. If you want to see real results through this channel, you need to bet on a good planning, execution and measurement process for all communications sent.
Email is the digital marketing channel that has the highest financial return on investment (ROI). More and more companies are using this strategy to generate business opportunities and even direct sales.
Therefore, we recommend that you stay informed about email marketing trends and do not be afraid to use it if it is interesting for your business!
So, do you already have an email marketing strategy? Want to know how to build a list, send amazing emails and measure your results? Read our free ebook Email Marketing: The guide to creating successful campaigns!